It seems that General Motors’ marketing department is looking to undo everything former chief marketing officer Joel Ewanick worked to build. After completely restructuring its operations such as removing the chief marketing officer role, recent position changes, and the rumor of the Cadillac ad account going to Campbell-Ewald, reports indicate that the automaker is parting ways with San Francisco-based Goodby, Silverstein & Partners — a creative marketing firm that has been a major cog in Chevrolet’s advertising machine for the past year or so.
Goodby also made up half of the 50/50 venture of Commonwealth, a Detroit-based ad partnership between Goodby and New York-based McCann Worldgroup. Commonwealth was the brainchild of Ewanick, and handled Chevy’s U.S. advertising efforts, while sharing work with Carat on an international level, since its conception a year ago.
Now, sources tell The Detroit Free Press that Commonwealth will continue to operate without G, S&P, with just McCann handling the efforts until further notice.
This big change comes just a mere month after Chevrolet launched its “Find New Roads” global tagline. Additionally, former Volkswagen of America marketing chief Tim Mahoney will assume the role as the brand’s chief marketing officer beginning April 1.